ASIA-PACIFIC – SINGAPORE, AUGUST 23, 2013 Warc conducted a study for the Mobile Marketing Association in partnership with The Festival of Media Asia 2014. The study shows that mobile is a growing priority for marketers in Asia Pacific, disclosing 90% of brands and agencies predict a substantial rise in budgets for mobile marketing in the next 12 months.
Brands are still kicking to advance formal mobile strategies with only 10% or less of marketing budgets currently being allocated to mobile as shown in the study. However, a huge 90% of respondents predicted that budgets would increase next year up to 34-75%.
The survey was accomplished from July to August 2013 with 336 advertisers and marketing agencies across 13 markets in Asia-Pacific. Edward Pank, managing director at Warc Asia Pacific says: “While brands today say they do not have a mobile strategy in play, there is a clear role that mobile plays at the centre of a well-integrated campaign. Marketers are therefore clear that more budgets need to be allocated to mobile as they experiment and figure out the most effective use for their customer engagement requirements,”
Rohit Dadwal, managing director at t Mobile Marketing Association Asia Pacific adds: “Over the last six months since the first iteration of the survey, we are seeing a shift in attitude away from tapping mobile execution tactically to a more strategic imperative. We expect to see substantial growth in budget allocations as mobile becomes a key part of the overall marketing mix.”
